The Truth About Public Relations

The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.

You'll get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are enhanced.

It all starts with the fundamental premise of public relations shown just below.

"People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished."

The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur ? and the combined perceptions of members of that important external "public" begin to move in your direction ? it can spell public relations success.

For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don't dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you've limited the damage an expensive and long-lasting disruption could have caused. That saved the organization cold, hard cash!

What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations' fundamental premise.

While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis.

That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn't true? Do you detect a hurtful rumor that must be squashed?

The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor.

But how will you actually reach that goal? With a clear and urgent strategy.

Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.

The goal you established will quickly tell you which strategy choice you must make.

But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.

Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Point A to Point B. Communications tactics is the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.

Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again.

The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around.

Truth is, that's when this strategic, and powerful approach to public relations ? supported by appropriate tactical firepower ? delivers the altered perceptions and modified behaviors promised in the fundamental premise of public relations.

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net.

Visit: http://www.prcommentary.com

---

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

How to Keep PR Working for You

Managers in the non-profit, association and business worlds need to... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

Mastering the Media

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

I Cant Afford A PR/Publicity Campaign -- Can I?

It's a phrase I hear over and over again from... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Put Yourself in the Reporters Shoes

Imagine you're the technology reporter at a daily newspaper. You... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Can Your PR Do This?

Can your PR do something positive about the behaviors of... Read More

How to Tap in to the Holiday Publicity Bonanza

If your product or service can be given as a... Read More

Managers Need Basic PR

True, because department, division or subsidiary managers for a business,... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

Not Getting the PR Results You Want?

The reason might be this simple: as a business, non-profit... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Building The Best Network

If you want to succeed, build a great team. A... Read More

Dont Waste Money on Public Relations

Demand that it pull its own weight in your boat... Read More

Writing a Press Release: How to Write Quotes

Ideally, you will have two types of quotes in your... Read More

Why Public Relations Doesnt Just Happen

Public relations is a very important part of the marketing... Read More

Financial Planners, Make Sure Reporters Comprehend Your Topic

Don't assume that a reporter understands financial planning. If anything,... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

PR Where it Matters Most

What's more crucial to the success of a business, non-profit... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... Read More

Is There a Plumber in the House?

I don't know about you but I get really frustrated... Read More